The Jungle Book Marketing

The Jungle Book Marketing
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What ways can you market a film?
- Having special features on social media platforms, e.g. customised lenses on snapchat
- Trailers
- Teaser Trailers (shorter than trailers, released way in advance of the film)
- Merchandise
- Websites
- Star Names
- Posters
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- Marketing involves all of the deals done to get the films shown and promoted.
- This promotion involves paid for 'above the line' advertising, which will be funded as part of the project such as trailers, spin offs, posters and billboards which are of mutual benefit to the film and other commercial agency. E.g. McDonalds Happy Meal with a film theme.
- It also includes related merchandising and 'below the line' publicity which is not paid for but again generates mutual interest. E.g. An interview with a star in a magazine or newspaper or reviews about an upcoming film.
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- Disney made several smart marketing choices during the lead in to the release of the jungle book that helped build hype and buzz for the movie. They combine typical marketing approaches, special opportunities available only to Disney, and a few unique techniques and messaging particular to the film.
- Each of these aspects of the marketing were deployed with terrific skills and a keen eye toward how each part of the plan fit together with the rest to achieve the maximum marketing impact.
- Disney's method: each layer feeds into each of the previous layers - they began with the fan base, and then the social media reached out to that fan base consistently later. The theme parks consistently offered the fan base more footage and merchandising. The stores targeted fans with merchandise, the trailers hammered home the Disney brand even when altering the tone and visual imagery for each age or gender demographic, and so on. So fans started out as the grassroots movement underlying the marketing, so to speak, and then that foundation of fans were energized and built up at each new stage of marketing and promotion.
- The movie ran its first TV spot during the Super Bowl 2016. This attracted adult male audiences.
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Cross Promotion
- Kenzo - The fashion retailer created a limited edition line of clothing inspired by the movie and its classic characters.
- Airbnb - A promotion of $100 off treehouses listed on the service that was supported by a co-branded TV spot including footage from the movie.